Despite media reports to the contrary and sugar fast becoming the “new cigarettes” in many consumers’ eyes, good old Coca-Cola remains the planet’s top FMCG brand according to a new global study.
The study by consumer insights firm Kantar Worldpanel and titled the Brand Footprint Rankings looks at how often a brand is bought in households around the globe.
It analyses over 300 billion shopper decisions across 74 per cent of the world’s population and 15,000 brands in 44 countries, the company claims. It also found that emerging markets accounted for 82 per cent of FMCG growth.
The top 10 bands globally according to Kantar Worldpanel were (the results were tallied from October 2015 to October 2016)
3) Lifebuoy (a cleaning products company big in Asia and the Middle East)
5) Lays (the chip company)
8) Indomie (an Asian instant-noodle brand)
9) Knorr (a Unilever brand that makes stock cubes and powder mixes)
According to the study: “Local brands continue to outpace the market: while the total value of FMCG grew by 4.7 per cent in 2015, local players grew by 6.2 per cent. By comparison, global brands grew by 3.4 per cent. Particularly strong in the food and beverage categories, brand choices are dominated by local players in terms of both the number of brands available as well as in the number of times they are chosen.
“Despite this shift, growth is not over for global brands. Within the top 10 brands alone, Lifebuoy, Lay’s and Dove all managed to not only grow CRP, but also move at least one place up the ranking.
“The key opportunity area for multinationals is e-commerce, the fastest growing channel, where they currently dominate,” the report said.
The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]
TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]
Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator. The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]